In what should be the biggest activation of all time in the Indian sneaker scene, adidasOriginals launched the Nite Jogger sneaker with a multi-pronged approach. I was honored to be a part of the campaign in India (Nite Jogger was a global campaign running simultaneously) and to be recognized for the work I do in the scene.

When I was asked to be a part of the India Nite Jogger campaign, in my head it would be a simple shoot with images going up on social media. But what adidas Originals had in store, blew my mind.

For the launch of the Nite Jogger, adidas Originals collaborated with Blue Tokai to develop a coffee blend specific to the sneaker. The collaboration was so organic, come to think of it because coffee helps you stay up at night. And the Nite Jogger is touted as the sneaker for Creators who are active by night.

Apart from the campaign shoot along with adidas Originals creators, the team had something I couldn’t have foreseen, in mind. The Nite Jogger Nite Factory event. All the creators came together to showcase the Nought One collection by designer Abhishek Paatni that was inspired by the Nite Jogger sneaker. Not so much a fashion show, as it was a fashion showcase. I was awkward as you can tell, owing to the lack of confidence coupled with the lack of rehearsing. Lol. I only wish we had individual outfit images that focussed on details which I could throw all over my Instagram. Sadly, that was a critical element that I missed.

But the way adidas Originals packed an entire venue and had it overflowing on a week day (11th April, the global launch day was a Thursday) was commendable. Might I add, surprising. This was by far the largest scale of events execute by 1 singular brand in the longest time here in India.

Looking forward to a few more like it.

What were your thoughts? Did you attend the Nite Jogger launch event in your city? What do you make of the sneaker? I, for one, love the silhouette and am waiting for more colorways to drop.